How Tim Cook set up Apple’s enterprise play

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Tim Cook, in his nearly 15 years as Apple’s CEO, strategically positioned the company as a significant player in the enterprise market, moving beyond its consumer-focused roots. He recognized business customers as a “major growth vector” and oversaw the deployment of countless Apple devices in enterprise settings, making iOS a staple for enterprise apps. As Cook transitions to executive chairman, incoming CEO John Ternus faces the challenge of further deepening Apple’s enterprise control plane and leveraging AI to meet evolving CIO demands.

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